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The Promise by BBH Singapore

Date: Sep 2019
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Singaporean parents with young children have always been squeezed financially between supporting their parents and providing for their children.

NTUC Income (Income) launched a campaign that seeks to end the sandwich generation cycle.

Developed by BBH Singapore, the campaign, which uses the tagline “We can be the last sandwich generation, when we plan our retirement” positions Income as a partner in retirement planning and aims to educate young parents of the role they can play in ending the vicious cycle of financial dependence on their children by planning for their retirement.


Agency: BBH Singapore

Chief Creative Officer: Joakim Borgstrom

Executive Creative Director: Sascha Kuntze

Creative Directors: Janson Choo & Khairul Mondzi

Account Director: Manavi Sharma

Account Manager: Priscilla Lim

Head of Planning: Thomas Wagner

Strategist: Amanda Lim

Agency Producer: Kim Lim

Production Company: Freeflow Productions

Director: Roslee Yusof

Audio Production: Fuse Adventures in Audio

Client credits:

Chief Marketing Officer: Marcus Chew

Head, Brand Marketing: Chloe Fair

Senior Executive, Brand Marketing: Charis Leong

Spotify: Premium Duo

Added 02 July 2020
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